Marketing Kit. for Mortgage. Campaigner: The marketing service of choice for mortgage brokers

Transcription

1 Marketing Kit for Mortgage Campaigner: The marketing service of choice for mortgage brokers

2 What s Inside: Benefits of Marketing for Mortgage Brokers Building your Opt-in Contact List 10 Tips for Great Copy 10 Tips for Designing Attention Getting s Cost Comparison: Direct Mail versus Marketing Marketing Plan Worksheet Mortgage Branded Templates Information

3 Benefits of Marketing for Mortgage In today s mortgage world there are four top challenges faced by everyone in the profession: 1. By its very nature the mortgage industry in extremely competitive. Acquiring new clients is one of the greatest challenges faced by both new and experienced brokers. This challenge is compounded by a limited range of products and services that cater to a very discerning audience. Attracting and acquiring new customers relationship is imperative. 2. The mortgage business involves a high degree of personal relationships in order to ensure loyalty and customer retention. In fact, constantly improving customer retention is essential for any mortgage agent. To keep relationships thriving you need to invest something you don t have a lot of time. 3. With online sites that list rates, provide information and share tips, many people start their search for mortgage rates and other information online. It s very important you capitalize on this web traffic and keep up communication. 4. Young families looking for ways to save money, small businesses dealing with income taxes, real estate agents looking for brokers to work with, you sell yourself and your services to unique markets with unique concerns - and that requires unique messaging. marketing can help meet all of these challenges. Here are some of the benefits: Collecting contacts or leads is the first step toward growing your client list; contacts become new customers who then become repeat customers as well as referrals for more new customers. The easiest way to collect contacts is by adding a sign up form to your website. Visitors to your website can opt-in to receive s from you with relevant information that speaks directly to their needs. And you know they re good contacts not only because they sought out your website, but because they filled in a form asking you for information. Sign up forms let you decide what information you ask for, so when you re creating your campaigns you can tailor the content specifically to your contact. For example, if you ask someone if they are looking to procure a mortgage or are looking to renew, you can send s with messaging targeted to their situation and potential pain points. Asking people basic situational questions when they sign up will help you make sure the content of your s is personalized and relevant to them. Relevance in your messages is very important. Contacts will be more likely to open and act on your s if the content speaks directly to their needs. It also helps you build relationships because it makes your s more personal and promotes the feeling of a conversation. You listened to their wants and needs and are providing feedback based on that information. marketing makes creating messages that seem personal easy, even if you re on the go all the time. It lets you create one message and swap out content based on how your contacts filled in the sign up form. This means you don t have to spend hours writing different s to each group.

4 Don t forget to tell visitors to your website the benefits of subscribing to your s. They ll be more likely to give you their contact information if they know they will only receive tips and other information relevant to them. Another tactic is to tell them that by signing up they ll get sneak previews of new rates, products, or information, before they re listed on the website. Put this information near your sign up form along with information about how you ll be using their address so the question of whether to sign up or not is an easy one to make. (Just be sure to follow through with any promises you make!) Once you ve set up your forms to collect contact information, the next step is to create your campaigns so you can start sending messages and making the most of the leads you ve collected. When writing your campaigns, a good strategy is to send a mix of both informational and promotional messages; this will ensure you create the right balance of building loyalty/keeping top of mind, and encouraging action. Examples of informational messages include e-newsletters with articles on problems you ve solved for other clients, such as how you kept a closing from being delayed, or found a loan program that make it possible for a client to purchase. You could even include testimonials which have the added bonus of giving you an opportunity of re-establishing contact with your clients. The goal of this type of campaign is not to sell overtly, but to provide valuable information to your readers while show casing your expertise. This will help you create a positive broker/client relationship, address the different groups you are selling to, and encourage those crucial personal relationships. Promotional s include invitations to events, current rates, prizes or perks for referrals, etc. Include all of the relevant details and a strong call to action. marketing can also be beneficial when it comes to internal communications. It s a great way to keep your office on target and informed. For example you can send seminar and workshop details as well as messages to help motivate agents. The benefits of marketing don t end when you click send. Without a dependable service, you could have a great list and great content, but none of this will matter if your is caught in a spam filter or junk mail folder. A good marketing service will have relationships with ISPs and will follow the guidelines necessary to maintain a high deliverability rate. Once your is delivered you can track the success of your campaigns by running simple reports that will give information such as how many times each link in your was clicked and even by who - something that s almost impossible to know with direct mail. Use this information to improve future s and you ll start to see great results! The benefits of marketing for mortgage brokers are many. Not only does it help meet the top challenges you face every day, it s also the most cost effective method of marketing communication. When done right, with the right service, it can be a very successful way to grow your business, promote your services, and increase sales Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPDS0410

5 Building your opt-in contact list Congratulations! You ve taken the first step towards leveraging one of the best performing marketing channels online. According to the DMA, for every dollar spent on marketing, you can expect a return on your investment of $43. But it s not as simple as sending an to a list to get this sort of result. As a mortgage broker, you ll first want to evaluate the quality of your list before you hit that send button. Here are a few pointers. lists: buy, rent or build your own? Buying a list If your whole marketing strategy relies on purchasing a list, you are doomed to fail. Why? Because successful marketing is based on permission and trust, especially in the mortgage industry; a business built on a high degree of personal relationships that lead to referrals. When you purchase a list, the recipients of the list have never heard of you. Think about your own habits. When was the last time you opened an from someone you did not recognize? Purchased lists often times contain spamtraps which are addresses used to capture spam. These addresses do not belong to a real person and are used as decoys to catch spammers. In addition, because brokering loans is a financial activity, mortgage brokers are considered financial institutions and are subject to the FTC s enforcement authority, its Privacy Rule, and its Safeguards Rule. Not following FTC regulations for could result in consequences that far outweigh a high spam complaint rate. The consequences of sending s to a purchased list can include: Poor response. If the recipient doesn t recognize you, they will more often than not delete your without reading it or worse, flag it as junk mail. Too many junk mail flags and you will likely get blacklisted. Blacklisting. This results in having your s blocked from entire domains and your s won t reach your intended recipient. Hefty fines. In some cases tens of thousands of dollars for violating CAN-SPAM laws. Best Practices Checklist 1. Never, ever buy an list. 2. Grow your own list by offering great and unique content for your s. 3. Ask only for the information you need. 4. Keep sending s at the frequency you outlined when your subscriber joined. 5. Use both HTML and text formats. Avoid using one big image! 6. The more often you send s, the shorter the s should be. 7. Concise and clear subject lines get better open rates. 8. Use your own voice when writing your s. A little personality goes a long way. 9. Disclose where and when your subscriber opted into your list. 10. Use strong calls to action for your subscribers. Read, click, buy, register, attend, etc. Irreparable damage to your reputation. This will negatively skew results for future campaigns. Your reputation is one of your most important assets. Don t jeopardize it by sending spam. The difference between a mediocre and a great reputation can impact your campaign s success by as much as 20%!

6 What is CAN-SPAM? It stands for Controlling the Assault of Non-Solicited Pornography And Marketing act of It defines the rules for legal marketing. To comply with CAN-SPAM, you must: Maintain a Do Not list. Add your company name and postal address to s. Allow for an uncomplicated opt-out process by any means mentioned in the (unsubscribe link, reply-to, mail, telephone, etc. Place those who unsubscribe on your Do Not list within 10 days and do not contact them by again. Online marketing services help you remain CAN-SPAM compliant by automatically building in safety mechanisms to keep you from accidentally sending spam. When someone clicks on the unsubscribe link in the s you send, that address is automatically moved to your Do Not list. Opt-in Collection Ideas Where should you ask for addresses from your prospects and clients? Sign in forms at open houses Over the phone At the end of sales calls reply to Press Releases Advertisements Direct mail pieces Forward to a friend links Renting a list List rental is the middle ground between buying a list and building your own list. This usually consists of having a company that has a list of recipients within your target audience sending an offer on your behalf. By renting a list, you will not actually have access to the list of addresses as it belongs to the list owner. A well planned list sponsorship can definitely help you build your own contact list. If you do decide to go this route, make sure your offer includes registration to your own opt-in list. And make sure this list is not being too frequently marketed to. Online forms More than 80% of people favor doing business with organizations that use opt-in permission to send them . Habeas (2008) Building your own opt-in list Keep in mind you can get started with marketing with as few as 2 addresses. That list can easily double on your first send with some very compelling content and a reminder for recipients to forward your communications on to a friend. Don t let a small list hold you back from getting started. The idea is to build your list over time. Building your own opt-in list is the best way to legitimately build a high performance list that works. Although it may take some time, growing your own contact list is easy when you weave it into all of your business collateral and advertising. Business cards, signatures, newsletters, web sites, landing pages, brochures, blogs and even phone calls should talk about your programs. Your clients and prospective clients may not even be aware you have marketing programs in place, so it s best to advertise it wherever you can to promote opt-in. Provide an incentive for people to sign up to your communications. Offer something free such as such as a mortgage assessment to see if they can lower their payments. After that, keep your promise of delivering something exclusive in every campaign you send. Build trust by clearly explaining how their address will be used and stick to that promise. Also explain their will not be shared with third parties. Ask for only the information you will use. At the very minimum ask for their first name and address. That will allow you to personalize the with their first name. Ask for more detailed information such as last name, income bracket, age bracket, etc. only if you plan to use it for segmentation purposes. The shorter the form is the more inclined people will be to fill it out.

7 Already have your own list? If you already have a contact list, then you need to know that even if it s a few months old, it may not perform at its best. Make sure you start ing to it, if you haven t already. Remind your subscribers when and where they initially opted into your list. If you ve been growing this list for more than one year and have not been ing to it regularly, it may perform poorly or generate complaints. It s a best practice to ask for permission again when you send your first . List Building: start now and keep at it Building your marketing list is not an occasional endeavor; it s a commitment to reach out on regular basis. As soon as you start crafting your strategy and gathering addresses, you need to engage in communication. Nothing is worse than to promise something a newsletter or exclusive promotion and not deliver. Make a calendar of campaigns and stick to it. Committed to a monthly newsletter? Make sure you create it and schedule it to go out every month. Your competitors may be marketing but they might let things slide stay on top of the game and keep your promise. Toll free: International: salesteam@campaigner.com 2010 Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPDS0310

8 10 Tips to Great Copy Great looking s are important but keep in mind, content is king is an everyday saying for a reason. Below are 10 tips to remember while writing your messages so you can create content that will keep your readers engaged. 1. Make it easy for your readers to take action No matter what the action is in your i.e. to call you, to buy, to access more information make it easy for your readers to take that action. Include links to your website or landing page, forms to fill out for more information, clear phone numbers and addresses to follow up, etc. 2. Keep it short and sweet People can be discouraged when they open a long , so try to keep your messages brief and to the point. If you are writing a longer like a newsletter, write in blocks of content with white space in between so they are easy to read. 3. Be careful with short forms and acronyms As with most industries, mortgage has lots of acronyms and short forms like LPMI, MBS, and Ginnie Mae but unless you re sure all of your readers know what these mean, it s better to be safe and use the full definition. Of course this doesn t just apply to industry abbreviations; you should also leave the LOLs and BTWs to your personal s. 4. Be active not passive Whenever possible, use the active verb instead of the passive. It s more personal and will help you build a relationship with your readers. Example: I ll send your contract this afternoon as opposed to Your contract will be sent this afternoon. 5. Shorten your sentences Shorter sentences are easier to read, a good rule of thumb is to try and keep each sentence under 15 words. 6. Keep a content folder material is everywhere. You probably have some great s sitting in your Inbox right now. Get in the habit of saving s you receive that you like as they can be great inspiration when writing your own s.

9 7. Ask your readers for content ideas The people who signed up to receive your s are interested in the type of information you provide. Who better to ask for content ideas? Add a line in your that asks people to reply with topics they would like to see in future s. 8. Write with a purpose Before you start writing your you need to know why you re writing it. Decide on a purpose and keep it in mind while you re writing. Are you advertising your services, promoting an introductory rate? Asking current clients for referrals? Or is the purpose of the informational? To keep top of mind? Once you know the goal of your , and if you stick to it, you ll find the content a lot easier to write. 9. Check your tone I n order to engage your audience, it s important to remember even though you may be writing to a large group of people, it s made up of individuals. Think about the type of people they are and use the appropriate voice be it friendly, formal, charming, etc. 10. Spellchecker It may seem silly to even mention this but you d be surprised how many s go out with spelling, grammar, and punctuation mistakes. Nothing can turn off a reader faster so make sure your spell-check is on and if possible have someone else read your messages as a double check Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPDS0410

10 10 Tips for Designing Attention Getting While you don t need to be a designer to create eye-catching HTML s with Campaigner, you can still benefit from these tips written by our expert designer as you build your s. With Campaigner templates and these tips you ll be creating professional and engaging campaigns that look great in no time! 1. Don t use background images with layered text on top. Most clients, such as Outlook 2007, will not show your background image. 2. Place the most important information of your in the top left area, including the title and main call to action. Most people view s in a preview pane and this is the first thing they will see. You want to engage the recipient to open your and not pass over it. Start your with your title in text and not as part of a graphic. Don t use a large graphic or logo in this section as many people have their images turned off and won t see these images.

11 3. Do not use web-like navigation in your s. This includes navigation bar links to your website at the top of your . Many people read s on their mobile devices, which are not very HTML friendly when it comes to format and linking. 4. Try to avoid using white text on black background. This stark contrast is generally hard to read in the body of your Use colors that are complementary to your logo and your website. Using consistent branding in your s,website and collateral strengthens your brand and recognition. 6. Images should be resized using low resolution images. 72 dpi (dots per inch) is optimal to keep your file sizes down. They will render faster and use less storage.

12 7. Keep text from touching borders or images. This keeps your layout clean and easy to read. 8. Use standard system fonts that are web safe including: Arial, Times New Roman, Georgia, Helvetica, Verdana, and Tahoma. Using fancy fonts that look great on your computer won t look so great to other s if they don t have the same fonts as you. 9. Have your main call to action in bold text or a brightcolored button that contrasts against the background of your . If you use a button, make sure you repeat your call to action near it in text and in other places in the , so people on mobile devices and with images turned off can still see it. Left justified text is easier to read than centered 10. text. This will keep your layout clean and easy to read.

13 Here is an example of a well-designed template: 2010 Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPDS0410

14 Direct Mail versus Marketing in Mortgage: A Cost Comparison Effective marketing for mortgage requires outreach across multiple venues, including promotion in newsletters, newspaper ads, your website, blog, social media and online listings. As a mortgage agent or broker, you may be using direct mail to market new product offerings to customers and advertise competitor comparison rates with postcards and newsletters. Direct mail is a good way to reach and raise awareness with prospective clients. In working with your postal service, you can blanket a specific geographic location with your message. While this type of marketing can be effective to increase awareness of your business in a particular market and keep your name top of mind, you may find it cost prohibitive over time. And how do you really know how successful it is given there is no efficient way to track direct mail? Enter marketing. marketing is a quick and affordable way of advertising your services to prospects and clients. It lets you segment your message based on geography and within minutes of sending an newsletter or postcard, you will see people s interaction with your through online reporting, including: How many people opened your . Who opened your . Who clicked through from the to your website, etc. Compared to marketing, sending multiple direct mail campaigns per month can be expensive. It can also be time consuming if you need to get a designer involved. Consider the following cost comparison assuming only one direct mailing per month: Direct Mail Campaigner Marketing Medium 500 full color, 2-sided postcards* 500 full color s Cost $197 $10 / month Mailing charge $185 - $220 Free Monthly total $382 - $417 $10 Annual Total, 12 mailings $4,584 - $5,004 $120 Added costs to consider: Postcard/ Design Hire designer, pay designer Do-it-yourself Time to customer 4-7 days printing + mailing time 1-2 hours * Source: US Postal Service and PS Print

15 By going with Campaigner marketing, that same monthly mailing sent by would cost you only $10 versus over $375 if sent by direct mail. Campaigner is quick and easy to use so you won t have to wait for your pieces to be printed and mailed, nor will you have to hire a designer. Online reporting lets you see how effective your message is and who is engaging with your s. marketing does not have to replace your direct mail outreach entirely. Consider using marketing to send your monthly newsletter that talks about mortgage trends, housing market news, and information pieces and reserve your direct mail dollar for special mailings like featured rates and event invitations. It s a matter of striking that right balance between your marketing budget, the time you have to dedicate marketing and the response you re looking for. Consider marketing today for your mortgage marketing efforts! 2010 Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPDS0410

16 An Marketing Plan: How to Get Started with Campaigner As a mortgage broker, have you wanted to start using marketing for your business, but didn t know where to begin? Here is a quick strategy to help you get started with Campaigner Marketing: 1. Sign up for Campaigner, either a free trial or paid account. Go to to sign up. 2. Import the contacts you have already. Import the basic key information including: address, first name, last name, and city or neighborhood. Later, you can import other details like: - Age Bracket - Personal or commercial preference - Income bracket - Credit score - Education level, etc. This information will allow you to segment your lists for more targeted s. NOTE: You don t need a big list to start marketing. Your list can be as few as two people. The list will grow over time. 3. Create a sign up form in Campaigner and post it to your website or blog.

17 4. Do a direct mailing to get opt-in and grow your list of new clients. Buy or rent a contact list with postal addresses (not addresses) Send a postcard in the mail with a simple contest to entice people to sign up for your newsletter e.g. free ipod, event invitation, risk assessment, etc. Direct people to your website to sign up for the newsletter through your online sign up form. 5. Existing clients: If you have the phone numbers of your existing contacts, but not their addresses, do a phone campaign and call these clients to see if they would like to receive s from you. If so, take down their address. Or if you have their postal addresses, send a self-addressed postage paid postcard that requests an update to the information on file and an offer to be subscribed to your newsletter and new listings announcements. 6. Have forms printed to take with you to your workshops and events to have people sign up to your newsletter. 7. Add a line to the signatures of all of your employees, such as: Click here to sign up for our newsletter that links to your online newsletter sign up form to encourage further sign ups. 8. Have an template tailored to your mortgage business for free with your logos, fonts, colors and more. GetStarted@Campaigner.com or call for more information. 9. Start sending your marketing campaigns a monthly newsletter or more frequent rate listings. Use the template that is customized to your business. Consider repurposing content from your blog if you have one. 10. In your s, encourage people to forward your to a friend or colleague to increase your reach and build your contact list. In just a few steps, you ll be well on your way to building an effective list and sending out engaging and professional s that will build relationships with your clients and promote sales for your business! 2010 Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPDS0410

18 Campaigner Mortgage Branded Templates There are many reasons why Campaigner is the Mortgage marketing service of choice but one of the biggest, is the number and variety of branded templates ALREADY in the product and ready for you to use! For each of the represented brands below we offer THREE different template types. If your brand is not on the list just call us and we ll created a template for you for FREE! Represented Brands: PLUS! There are countless generic mortgage templates already in the product that you can easily make your own by adding your logo, colors, etc. Newsletters Events Invitations 2010 Protus IP Solutions. All rights reserved. Protus, MyFax, my1voice, Campaigner are trademarks of Protus. Other trademarks referenced in this document are the property of their respective owners. Customers are solely responsible for ensuring regulatory compliance. CPDS0410